Mary & Pip

Mary & Pip provides discretionary portfolio management to individual retail investors and families through an online, app-based advisory program. The firm delivers ETF-based portfolio recommendations and ongoing rebalancing exclusively via its interactive mobile platform and operates a wrap-fee program and an affiliated technology subscription model to support the service.

Investment advice is generated by proprietary algorithms that use client-entered questionnaires to set risk profiles and target allocations, with portfolios focused on strategic asset allocation, long-term holdings, and periodic rebalancing. Portfolios are primarily ETF-based, may hold meaningful cash balances, and — with client acknowledgment — can include allocations to digital-asset–linked ETFs; the firm manages accounts on a discretionary basis and may use third‑party model providers where appropriate.

The firm is small and digitally focused, led by a single principal owner with a two-advisor team and a very limited client roster and assets under management, and it is structurally integrated with a parent company and a tech affiliate that provide content, events, and the mobile app. Distinctive features relative to peers include the parent company’s educational content, ambassador program and public media appearances, the affiliated app operator that may charge a platform fee, and the firm’s reliance on third-party integrations (Plaid for KYC and Alpaca for custody and execution) to run an internet-only advisory model.